ITV

Category: Press Release

  • Hotstuff creates unique insurance awareness campaign for Star Union Dai-ichi Life

    Hotstuff creates unique insurance awareness campaign for Star Union Dai-ichi Life

    Mumbai: What do you get when you put together the creative genius of PrahladKakkar and the comic brilliance of Javed Jaffrey? You get pure on-screen magic as witnessed in the latest campaign by Star Union Dai-ichi Life Insurance that spells out insurance awareness with one key message, ‘roti, kapdaaurmakaankesaath#BimaHaiZaroori’. The campaign features Javed Jaffrey as the dashing and action-packed hero of the 70s, representing a common man working hard for his basic needs of roti, kapdaaurmakaan.However, when the villain of life’s uncertainties comes knocking, he is more than confident to face the situation as he has empowered himself with the fourth basic need for survival and that is BIMA – Life Insurance.

    The idea stems from the insight of Mr. Girish Kulkarni,MD & CEO of SUD Life who believes that in today’s world, financial planning is essential if one aspires to live comfortably in a future rid with expenses. However, only wealth creation isn’t important. We need financial security as well, to protect our savings and dreams we shape for our loved ones. That is where insurance comes in. It offers you a combination of protection and long term wealth creation, two pillars that are necessary, now more than ever.

    "Roti, Kapda, MakaanaurBima is an honest attempt to take Life Insurance or Insurance as a matter as a category to semi urban, or rural India where insurance is very poorly understood. This will prove to be a great category booster in terms of awareness of life insurance,"says Girish Kulkarni, MD & CEO, Star Union Dai-ichi Life Insurance.

    Translating this thought into communication was a challenge and that is where the team at hotstuff came in. As domain experts in BFSI, working with India’s leading brands, they decided to treat the campaign as an off-beat presentation of insurance as compared to the routine life insurance commercials out there.

    Speaking on the same, CEO, hotstuff, ArunFernandes said "We have been working with India's leading BFSI brands for over two decades and personally I believe infotainment is a much needed solution when it comes to financial awareness. The manner in which such information is presented and the way in which media is used to present such stories to investors is crucial. Like all our campaigns, we focus on strategy that aids brand recall and brings in numbers and off late, interesting content backed by all round media integration has helped us stand out and create a niche as an off-beat communications agency." 

    Given the opportunity, hotstuff decided to not just aid the cause but also usher a breath of fresh air in the BFSI world that is often more informative rather than entertaining."Through the campaign, we wanted to tell a story that would create a mass effect. As a fan of the movies from the 70s, this was a great chance to pay tribute to that era and we used Cinema as the hook to create this larger than life proposition. Right from the art to the music to the look and feel, we went the distance to recreate that classic feel. We didn't program the music but got musicians from the 70s to play the themes live, the styling and storytelling were structured keeping the era in mind. The entire idea was to make people watch an entire movie in 60 seconds and take home one message – BimaHaiZaroori," added Terence D'Souza, Creative Director – hotstuff

    hotstuff worked with Ad Guru, PrahladKakkar, who helped scale up the vision and add his touch of trademark humor and entertainment to the entire campaign by ushering a bit of nostalgia into every frame. The typical Maa, the glamorous girlfriend, the rags to riches story and the trademark laugh of the villain are all wielded into a path-breaking script that is meant to create a paradigm shift in which financial instruments are communicated in India.

    "You need to be a lover of that particular period and that genre to use Insurance on a platform like this. I don't think anyone has done it. Here we are with a company that believes in the concept. They took the leap and I think it will change the goalpost for the insurance sector,"addsPrahladKakkar.

    However, the film would be incomplete without music that reflected the themes of the 70s. The agency worked with musicians who had worked on the movies from the 70s to ensure that they recreate the feel of those movies. They have created radio jingles that sound like Kishore Kumar songs. The designs on social media and print media featuresJaved Jaffrey in those iconic poses and are made to look like movie posters. The entire campaign is being driven as a complete movie in itself to generate intrigue and get people to watch it and understand that ‘sirf roti, kapda, makaannahi…bimahaizaroori’.

    Over the months, Star Union Dai-ichi Life Insurance would want to take the campaign a step ahead and continue this theme of 70s cinema to talk to people in a language they understand – to educate them on the importance of BIMA in their lives.

  • 11 Years. 250 Episodes. 1 “Modern Family”. Only on Star World

    11 Years. 250 Episodes. 1 “Modern Family”. Only on Star World

    MUMBAI: This year, the Emmy-winning comedy series, Modern Family will wrap up with the finale season, and fans will have to say goodbye to the Dunphy-Pritchet-Tucker family. But here comes Star World, all set to mark the end of a comedy era by hosting re-runs of the all 11 seasons of Modern Family for the first time on Indian Television. The series which has been considered as one of the most seminal and iconic comedies of present times, will start airing on Star World starting 16th March every Monday to Friday at 8PM!

    The show stars some of the glamorous personalities who went on to become household names like Sofia Vergara and Sarah Hyland. Also starring Julie Bowen, Ty Burell, Jesse Tyrel Ferguson, Ed O’Neill, Eric Stonestreet, Ariel Winter, Nolan Gould and Rico Rodriguez, the family sitcom revolves around an extended family who deal with their kids, quirky spouses, and jobs in their own unique ways, often falling into hilarious situations. A 21st century comedy, telling the story of a giant family that includes a gay couple, an interracial couple, divorce, adoption – basically everything, finally comes to an end but in its beautiful entirety will surely continue to live on. 

    Created by Christopher Lloyd and Steven Levitan, this mockumentary style comedy, since its launch, has received immense acclaim over the years and remained popular and relevant to its audiences. The show, known to be all-inclusive and unconventional, went for a change of pace from the typical sitcom fare with its twists – voice given to LGBTQ characters and adaptation of the documentary style of filmmaking. With comparisons to The Office and Parks and Recreation, Modern Family matured to joining the squad of some legendary comedy TV shows of all time – Seinfeld, The Simpsons, F.R.I.E.N.D.S, to name a few. Bringing back plenty of fond reminiscing, this groundbreaking sitcom, over its 11-season run earned 75 Emmy nominations and 22 Emmy Awards, and a TV record with its five straight best comedy Emmys.

    The show’s 11th and final season is currently airing on Star World, new episodes every Saturday at 7PM. And if you are one to take the trip down memory lane, then go and tune in to Star World and watch Modern Family (all seasons) airing every Monday – Friday at 8PM, starting 16th March.

  • #VMateAsliHolibaaz campaign creates new milestone in short video content creation

    #VMateAsliHolibaaz campaign creates new milestone in short video content creation

    MUMBAI: #VMateAsliHolibaaz, the star-studded Holi campaign by trending short video platform VMate, has concluded on a high note. The campaign that comprised India’s top YouTubers Bhuvan Bam and Ashish Chanchlani, along with dancing diva Sapna Chaudhary, became a sensation on short video as well as social media platforms. Defying conventions, VMate’s campaign emerged as a platform for its creator to showcase their talent, and simultaneously captured the fancy of viewers on other global platforms such as YouTube or Instagram. #VMateAsliHolibaaz went beyond offering video stickers and roped in celebrated stars in their own domain. The campaign received around 2 billion impressions through different social media platforms and YouTube.

    The Holi campaign gifted VMate users a film, wherein India’s top YouTube stars Bhuvan Bam and Ashish Chanchlani acted together for the first time. Three VMate creators also got a chance to act in the film and share the screen with the YouTubers. Bhuvan and Ashish featured in a race to become ‘Asli Holibaaz’, sending their fans into a tizzy. The admirers of the online sensations participated in a contest, casting votes for their favourite. The contest witnessed an overwhelming response with over 5 lakh votes being cast in a neck-and-neck fight, while at least 12 million users logged in to be part of the campaign. Interesting prizes were also in store for the users who participated in the contest through VMate app or browsed through http://bit.ly/3aw3Vx4.

    The other highlight of the campaign was a Holi song featuring Sapna Chaudhary of Bigg Boss fame, who added her desi vibes to make the video go viral on social media platforms. As part of #SapnaHoliDance, users with millions of followers performed Sapna’s hook step and posted their videos online.

    Excitement ran high for #VMateAsliHolibaaz since inception when the stars converged in Mumbai for the shooting of the videos and interacted with the media. And when Ashish shared the news of working with Bhuvan on Instagram, the likes of famous Bollywood rapper Badshah reacted, lauding the two for their ‘Modi-Trump’ and ‘Karan-Arjun’ moments. What followed was fans going crazy over the first look and trailer of the film, which trended on social media platforms. And then came the perfect Holi gift for VMate users – #VMateAsliHolibaaz, the film.

    Talking about the success of the campaign, VMate Associate Director Nisha Pokhriyal said, “#VMateAsliHolibaaz emphasized upon our commitment to provide the best experience to the users of short video platforms. Our campaign touched the pulse of the users and the massive response garnered is a manifestation of the same. Millions of users got engaged with us through the film, music video as well as the contest. There could not have been a better Holi gift for the VMate family.

    #VMateAsliHolibaaz has altered how global online platforms look at campaigns. The campaign was of many firsts. It didn’t just provide a stage to its creators, but also engaged users through an interactive mechanism. Also, the users got a chance to win bumper prizes like smartphones and car. #VMateAsliHolibaaz also saw YouTube stars Bhuvan and Ashish come together for the first time, and their joint creation was loved by the audience whole-heartedly. VMate has certainly set the bar high, with a promise that it will keep entertaining and engaging its users with several similar campaigns in the future.

  • The year’s first quarter ain’t even done and Love Aaj Kal’s music has already won

    The year’s first quarter ain’t even done and Love Aaj Kal’s music has already won

    More often than not, in Bollywood, a soundtrack is tied to a film's fortunes at the box-office. Very rarely does an OST make its mark independently and shine brightly nevertheless. And that's what makes Love Aaj Kal's music, released through Sony Music India, an exception in a sea of norm.

     Here's why this is significant. In the era of multi-composer OSTs, this soundtrack by Pritam and Irshad Kamil is a first full-length album packed with great songs. Much has changed on the Bollywood soundscape in the interim. Shorter albums have become a mainstay with promotional schedules for songs getting tighter and tighter. Releasing albums with longer run-times are widely considered a risk few will take. And yet, LAK boasts of a 11-track album that has found favour with audiences and industry experts as well (more on that in a bit). It’s a celebration of melodies.

     Right from the release of the first single Shayad to Haan Main Galat to the third, Mehrama — LAK's musical run has been exceptional. This much is evident in the fact that Shayad, Haan Main Galat and Mehrama feature in Top 20 lists across audio streaming platforms — Spotify, Apple, JioSaavn, Wynk Music — consistently since its release.

     The picture is no different on national television, radio and on Shazam, where the film's songs feature in the Top 10 lists. Haan Main Galat is sitting pretty at the #1spot across national television channels with Shayad and Mehrama following close at a tied #3. Haan Main Galat is ranked #2 and Shayad is ranked #5 on radio (Source?). The all-India chart of music search and discovery platform shows that Shayad is the 10th most searched song in India. The film’s music has crossed 300 mn+ streams across major audio and video streaming platforms and is the most streamed album of recent times.

     And it isn't just the figures doing the talking. The music has been loved by audiences as can be gauged by the comments below the song videos. But let's not be as surface-scratching as that. The Indian national daily, The Hindu went as far as noting that "Love Aaj Kal's songs belong to a blockbuster".

     Writer Vipin Nair observed, “The soundtrack by Pritam is even better than that of Imtiaz Ali's 2009 original (which was also composed by Pritam, with lyrics by Irshad Kamil).

     Acknowledging that the OST features 'repeats from the earlier soundtrack' — KK and Mohit Chauhan return for vocal duty on Aur Tanha and Yeh Dooriyaan respectively — Nair notes that Yeh Dooriyaan and 'Twist' redux Haan Main Galat are two aptly contemporised "throwbacks" evoke "welcome memories".

     In fact, Nair went on to add that while the 2009 Love Aaj Kal soundtrack has "aged wonderfully and will always be counted among Pritam-Irshad Kamil's best works", "for sheer number of quality songs (and fewer Punjabi influences) in this  [2020] album, I'd rate the new soundtrack higher".

     Case in point: Love Aaj Kal (the 2020 version), as Nair concludes, joins a rare league of films by visionary directors, "whose movies get looked forward to purely for their music."

  • MyGate launches Annual Security Guard Day campaign to highlight the contribution of 8 million-strong private security workforce

    MyGate launches Annual Security Guard Day campaign to highlight the contribution of 8 million-strong private security workforce

    MUMBAI: MyGate, India’s leading gated community solution, celebrated Annual Security Guard Day, a yearly event to highlight and applaud the impact of the 8 million-strong private security workforce, on January 16. On this date every year (also the company’s founding day), the MyGate team will organize and promote events and campaigns to spread awareness about their daily efforts and recognize special contributions in the private security field.

    MyGate also released some data to raise awareness about the immense contribution this single profession makes to society as a whole. Toward this, it has revealed numbers that showcase the daily effort of private security guards.

    The Daily Demands of a Private Security Guard:

    As per usage of the MyGate Guard App at 7000+ gated communities in 16 and more cities:

    ●        A guard, on average, validates 343 visitors in an 8-hour shift, a near impossible task without the aid of technology.

    ●        The work of guards’ increases in adverse weather conditions – particularly in the rainy season with increased dependence on e-commerce (food, cabs, groceries, etc.) and, therefore, the number of visitors goes up. The average number of visitors to societies (per shift) were highest in Mumbai (437 in July) and Chennai (364 in November) during the rainy season and for Delhi in during the cold (399 in January).

    ●        Other than visitor verification, guards also respond to a high number of other tasks on the MyGate Guard App to ensure order and security. These include attending to queries from residents (median of 47 phone calls/messages per day) and checking the status of delivery personnel who’ve overstayed their welcome on the premises (26 per day).

    On ground event:

    The main event was a ceremony to award 12 security heroes from around the country for their special efforts. These guards were selected from among the 1.7 lakh guards trained on the MyGate Guard App. The company flew in all the guards from across the country for the event in Bengaluru.

    Video Campaign:

    MyGate launched a video campaign to honour the security heroes from around the country for their special efforts. The video showcases the journey of security guards from across India as they prepare to take their first flights to receive the award. The campaign has received over 1 million online views and over 3000 likes across YouTube, Facebook and Instagram (as on March 11th 2020); it has also received rave reviews and support from the MyGate users and others. The video campaign is being promoted on social media platforms like Facebook, YouTube and Instagram.

    The campaign has been conceptualized by the MyGate team and produced by Red Bangle.

    In the #HeroesAtMyGate campaign, MyGate celebrates the immense hard work that security guards do to protect us on a daily basis. They felicitated security guards from around the country bringing a smile of pride, and at the same time got their own team to spend a day in the shoes of these heroes at the gate.

    Vijay Arisetty, CEO & Co-founder, MyGate commented on the need for such a day, saying, “The private security profession is unintentionally overlooked, despite their strong contribution toward ensuring the safety of our homes and loved ones. As a company that works closely with security guards, we are proud to announce the first edition of Annual Security Guard Day to recognize their contribution.”

    MyGate is the leading solution for gated community management. As part of its offering, the company provides security staff with proprietary technology, called the MyGate Guard App, to enable security guards to verify all visitors, easily communicate with residents, and automate several administrative tasks, so that they may increase their focus on their real job (i.e. vigilance). This guard app today enables guards to authorize over 2 million visitors at an average of under 20 seconds on a daily basis.

    Guard stories:

    City

    Guard Name

    Description

    Mumbai

    Gopal Khanna

    55 year old Gopal Khanna is very always very eager to learn and that’s what makes him an expert at using the MyGate app. He has been on the MyGate leaderboard thrice.

    Delhi/NCR

    Sanjiv Kumar

    Sanjiv and his team manage over 1 lakh monthly entries at Delhi’s DLF Golf Links society. He has a total experience of seven years in the security domain and has been using the MyGate app fluently for over the past two years.

    Pune

    Mahesh Baban Mandale

    He has worked with the Mumbai Police and took a volunteer retirement before starting as a Security Marshall. In just two years of his service at his society, he has proved how important it is to be honest and punctual.

    Kolkata

    Sovan Jana

    His exemplary skills with technology and the MyGate app helped resolve a theft case in his society. He was able to track down the culprit just by looking into attendance records.

    Mumbai

    Neetu Singh

    She very easily and seamlessly adopted the MyGate technology and encouraged fellow colleagues to use the app, too. Topping the MyGate leaderboard four times, she is an inspiration for the entire MyGate security forces.

    Delhi/NCR

    Gajend Sharma

    He has been keeping people and their homes safe since 2007. He is the security supervisor at his society and heads a team of 20 guards. There hasn’t been a single complaint about his work so far. He has always been honest and diligent at his work.

    Chennai

    Mithun Barik

    Hardworking and honest, Mithun is always vigilant while guarding the gate and ensures no one can check-in or out without a security code.

    Hyderabad

    Manan Ali

    With a 100% attendance record, he is always half an hour early to the shift. He aims to be a security supervisor very soon.

    Bangalore

    Annasaheb Chigare

    He is not only an expert at using the app himself but also encourages and assists other guards and residents to use the app effectively

    Bangalore

    Raghu R

    Not only does he take keen interest in politics and current affairs, but Raghu also spends time familiarizing himself with the latest technologies
  • Likee launches #HoliHai2020

    Likee launches #HoliHai2020

    NEW DELHI: Likee, the short-video creation platform by Singapore-based BIGO Technology Pte Ltd, had launched an exciting campaign #HoliHai2020 to celebrate the festival of Holi. The campaign came as a boon for those who live far away from their loved ones, or are afraid of colours and getting drenched. #HoliHai2020 by Likee allowed users to communicate and transmit the real feel of Holi colours through mobile phones. Hence, Likee ensured that not just the wishes, but even the gulal on users’ palms reached those who they love dearly.

    Also, the campaign was launched at the time when playing Holi the traditional way could be dangerous for people in India. #HoliHai2020 was heartily embraced by those who were compelled to cancel their travel plans in the wake of the coronavirus menace. The fear and the challenges associated with the disease certainly marred the Holi fervour for many, who were forced to cancel their travel plans. While there was no means to get them home physically, Likee ensured that their Holi was full of colours and fun.

    The idea behind introducing the campaign was to provide a platform for safe Holi and bring users’ near and dear ones closer to them, at least virtually. The special Holi campaign was just another feather in the hat of Likee, which often comes up with unique offerings for its users. With Likee’s virtual Holi celebrations, people enjoyed the festivities of Holi without any risk or fear, making it a truly ‘happy’ Holi for all.

    Likee is available in different Indian languages like Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi. In 2019, Likee had also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign. The campaign saw more than 1 lac Indians participating in celebrating India's 73rd Independence Day. In the recent App Annie’s year-end report on app trends for 2019, Likee has emerged as No 1 in the breakout category and is also the 7th most downloaded app in 2019.

  • PINK POWER SEASON 6! A DREAM COME TRUE FOR EVERY WOMAN ENTREPRENEUR

    PINK POWER SEASON 6! A DREAM COME TRUE FOR EVERY WOMAN ENTREPRENEUR

    Mumbai: It is time to dismiss all doubts,  prepare for new challenges and take your business dream to the next level. Inorbit Malls has announced the  sixth edition of its popular award winning initiative – Pink Power : Season 6. This initiative calls out women entrepreneurs with existing business ventures to take their business to the next level. The initiative supports the most promising business ventures with a free kiosk space for 6 months at Inorbit mall. The 6th edition of Pink Power is hosted across 5 locations i.e. Mumbai, Navi Mumbai, Bangalore, Hyderabad and Vadodara.

    All aspiring women entrepreneurs are invited to submit their existing business plans by logging on to www.inorbit.in/pinkpower  The online form allows one to choose categories like Apparel, Accessories, Footwear, Bags, Stationery (Gift Articles), Handicraft, Home Décor and Food & Beverage. The last day of the registration is 15 April 2020. Shortlisted participants will go through a round of personal interview and present their products/services to an internal and external jury. Further shortlisted participants get an opportunity to sell their products at a specially held Pink Power flea in the mall. Post the flea the panel of judged will evaluate them on the basis of sales made in the flea and the number of votes garnered from the customers.

    That’s not all, they will also be provided marketing support by Inorbit throughout the period of the kiosk to give their brand visibility. Mall will also enable them to participate in various In Mall events.

    “Pink Power is very special to us. We are glad to announce the 6th edition of our annual marketing initiative and are looking forward to meet more inspirational women crafting their entrepreneurial dreams” said Naviin Ibhrampurkar, Head of Marketing and Corporate Communications

    Over the last five seasons, Pink Power has emerged as one of the most loved campaigns amongst women entrepreneurs and has helped several entrepreneurs realise their dreams. 

  • Rohit Sharma joins fan banter around IPL in new campaign

    Rohit Sharma joins fan banter around IPL in new campaign

    MUMBAI: The thirteenth edition of the Indian Premier League is witnessing huge fan banter which inspired the #KhelBolega campaign, launched by Star Sports in tandem with BCCI recently. 

    One of the big conversation points amongst fans was that Rohit Sharma-led Mumbai Indians has only won the IPL in even number years. In response to banter, Rohit has now joined the conversation, putting an end to the odd or even conundrum.

    In a new TVC launched by Star Sports & BCCI, Mumbai Indians’ captain Rohit Sharma is seen talking to his superstitious Mama Ji (Uncle) about the 'odd-even' theory. The uncle in the TVC is constantly trying to change the odd-numbered things around Rohit and make them even-numbered. He explains to his uncle, it’s the 13th year of the IPL, and the number 13 is an odd number, hinting that there is nothing to be worried about.

    The four-time champions have one of the most vociferous fan bases, known to wear their emotions on their sleeves. The response of their dynamic captain has helped to quell the curiosity of the fans of the Mumbai Indians to a large extent that is now waiting for the 13th season of the IPL to commence.

  • Likee Creates an Innovative Campaign to Celebrate Holi

    Likee Creates an Innovative Campaign to Celebrate Holi

    MUMBAI: Likee, the pioneering short global video creation platform by Singapore-based BIGO Technology Pte Ltd, has launched an exciting campaign #HoliHai2020 to celebrate the upcoming Indian festival of colours- Holi. Likee users have a chance to earn 100 beans by participating in the campaign along with their friends and family. The campaign also brings along with it a digital twist to the traditional festival of Holi with an essential message of keeping oneself safe during the festival, coinciding with the outbreak of Coronavirus in India.

    The campaign is already live, and creators can participate in the same until March 11. To earn beans, the user will have to invite other users or friends with the help from a link. If a user’s friends activate the ranking-up page button successfully, the user can earn the random point number. Also, a user has an unlimited number of invites per day, but s/he cannot invite a friend who has already accepted the invitation. With this virtual celebration of Holi festival, users can play Holi with all their friends for an extended period and make the most out of it.

    The campaign has come at the time when playing Holi the traditional way could be dangerous for people in India. Given the outbreak of Coronavirus in various parts of the country, people are abstaining from being a part of any large gatherings or commuting from public transport. As of today, people are cautious with their daily routines and altering ways to maintain utmost personal hygiene. With Likee’s virtual Holi celebrations, people can enjoy the festivities without any risk. 

    Likee is available in different Indian languages like Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi. In 2019, Likee had also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign. The campaign saw more than 1 lac Indians participating in celebrating India's 73rd Independence Day. In the recent App Annie’s year-end report on app trends for 2019, Likee has emerged as No 1 in the breakout category and is also the 7th most downloaded app in 2019.

  • Happy Eco-Friendly Holi from ACC

    Happy Eco-Friendly Holi from ACC

    MUMBAI: As a responsible corporate brand with a long legacy, ACC has always endeavoured to promote sustainable building materials and practices. This eco-friendly brand DNA has permeated into ACC’s latest digital film, promoting eco-friendly Holi celebrations.

    Conceived by 82.5 Communications and produced by Brooomsticks, the film features a contractor Dhaniram and his daughter, as the key protagonists.

    In this particular film for Holi, inspired by her dad’s ‘modern’ choices of eco-friendly building materials from ACC, the daughter and her friends hatch a plan to play an eco-friendly Holi – with natural colours and no water.

    82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay said, “One eco-friendly act can inspire many more. Just as Dhaniram inspires his daughter to find an ingenious way to play an organic Holi, I hope ACC’s range of eco-friendly products inspire thousands of home-builders across India to create eco-friendly homes.”

    ACC Limited chief marketing officer Ashish Prasad added, “ACC is among the first of Indian companies to include a commitment to environmental protection as one of its corporate objectives. ACC has always been committed towards sustainability and towards practices that progressively draw lesser natural resources. Our concrete bricks and blocks, no curing plaster and one of our premium cements are a testament to our ‘Karein Kuch Kamaal’ philosophy. With this film, we hope to have raised awareness about the need to play a safe and eco-friendly Holi.”